The Importance Of Keywords In Content Strategies

The Importance Of Keywords In Content Strategies

A content strategy is all about doing content work for your brand to engage with your audience and attract more leads to your business. But beyond just content, you need to consider using other mediums like social media to grow your business.

A social media strategy is about growing your audience on different platforms to engage with your audience and turn them into potential customers. The goal is to grow your social media presence to have a bigger impact and be more influential than your competitors.

But how can you ensure your social media efforts are doing the trick? You need to focus on the right keywords, and research is one of the most important tasks you’ll need to carry out to ensure your social media strategy is effective. These keywords can be found through keyword research tools like Google Keyword Planner.

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However, getting your keywords into high-ranking positions on search engines isn’t something that can be mastered with one strategy. It takes time to see consistent growth from small- to medium-sized daily searches. That’s why you need to focus on a few key areas to start with and build on that foundation.

Here’s why keywords are important in your social and content strategy: 

Searches For Keywords Increase As The Years Progress

The trend over the past few years has been for keyword searches to increase in frequency and volume steadily. While it’s always desirable to have as much traffic as possible to your site, you should also be aware of the fact that traffic is typically a vanity metric. 

As Google and other search engines make more and more content available to users, having many visitors isn’t always indicative of a successful strategy.

What’s important instead is the quality of your traffic. If you have a healthy organic audience that’s spending time on your site, reading your content, and engaging with your platform, then you’re on the right track. 

While PPC (Pay Per Click) advertising is a quick and easy way to gain traffic, putting in the work to build an organic audience is a more sustainable approach in the long run. Investing in your audience rather than buying advertisements is one of the biggest differentiators between a successful content strategist and an average content producer.

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The Role Of Keywords Is To Form A Basis For Content Planning

One of the most important roles that keywords play is as a basis for content planning and creation. Before getting into content planning in detail, let’s discuss the role of keywords in content creation. 

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As we’ve discussed, content creation aims to produce content that will attract, engage, and retain customers. When you clearly understand the keywords associated with your target audience, creating content that will resonate with them is easier.

To achieve this, you’ll want to create content that’s relevant to the keywords you’ve decided upon. To do this, you’ll need to analyze the keywords, their volume, and the market competition for each keyword. When you have this information, it’s easier to produce content that will be relevant to your target audience and will increase your chances of driving more revenue.

For example, if you’re targeting a female audience interested in fashion, you might want to create content that’s on-trend but not too trendy that it won’t appeal to your audience. This way, you’ll capture the interest of both men and women, but more women will click through to your content because it’s relevant to their interests.

Makes Your Content More Engaging

Your content must be interesting, useful, and entertaining to attract, engage, and retain customers. When users land on your site, they expect to engage with your content in some way, whether it’s through reading, watching, or listening. To make your content more engaging, use the keywords you’ve selected to enhance your content’s structure and tone.

For example, if you’re writing about fashion and you want to include a quote from a famous fashion designer, you might want to use a combination of keywords such as fashion, designers, and beauty. 

Including famous names in your content, whether in the form of real-life people or fictional characters, can make your content more interesting and engaging. Customers will be more likely to convert when they engage with your content.

Long-tail Keywords

The longer the keyword, the higher the competition and the more difficult it becomes to rank for. That’s why you need to go for long-tail keywords when you’re crafting your strategy.

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These are all-purpose keywords that can be used to reach many customers looking for your product or service. Here are a few examples of long-tail keywords you might want to consider.

Increases Your Blog’s Findability On Search Engines

If you want to appear on the first page of Google (and you should), you’ll want to play up to three roles:

  • Use keywords in your titles
  • Use keywords in your content
  • Use keywords in your blog’s URL

To perform well in these three roles, your blog will need to fulfill the following criteria:

  • Have a compelling title
  • Use relevant, well-written content
  • Include keywords throughout the body of the text
  • Have a blog address that’s fully optimized for search engines
  • The more you can do to fulfill these criteria, the better your chances of appearing on the first page of Google.

Makes Your Site More Attractive To Search Engines

Besides appearing on the first page of Google, another important role that keywords play is in making your website or blog more attractive to search engines. To have the maximum amount of traffic from search engines, your site will need to have the following features:

Use keywords in the URL

  • Use keywords in your titles
  • Use keywords in your content
  • Include keywords throughout the body of the text
  • Have descriptive, unique content that is relevant to the user’s query

Drive More Traffic To Your Website

The more you can do to fulfill these criteria, the better your chances of getting more traffic from search engines.

The role of keywords is to help search engines find your content, providing visitors with the information they’re looking for. When someone searches for a topic, they usually enter keywords into the search bar, and the engine then scans the content in your website or blog for these keywords.

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When it finds them, it displays the content in order of importance. As you might expect, this can greatly impact your SEO strategy.

While we can’t guarantee that your blog will become famous overnight, we can guarantee that with a little bit of effort, you can improve your blog’s chances of becoming a successful content strategist.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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